Tourism Feasibility Study of Monroe, Lee, Arkansas, and Phillips counties of eastern Arkansas

Transcription

1 Tourism Feasibility Study of Monroe, Lee, Arkansas, and Phillips counties of eastern Arkansas Prepared by Kalahari Management Inc. New World Expeditions April 2002

2 Table of Contents Executive Summary Introduction Study Purpose Background Study Method Area Resources Potential Markets Findings of Secondary Market Research Implications for Product Development Findings from Telephone Interviews Findings from Interviews with Duck Hunting Lodges Findings from Interviews with Recreation Associations Findings from Interviews with Tour Operators Assessment Findings of Community Interviews and Site Inspections Four Counties as a Tourism Destination Issues and Challenges Communities with Similar Tourism Products Recommendations and Implementation Steps Recommendations Product Development Marketing Land Use Estimated Economic Impact Potential Funding Sources Regional Web Site Implementation Plan 41 References 43 Appendices Appendix A - Market Research Summary 45 Appendix B - Duck Hunting Lodges Participating in Study 47 Appendix C - Results of Interviews with Duck Hunters 48 Appendix D - Recreation Associations and Tour Operators Participating in Study 50 Appendix E - Results of Interviews with Recreation Associations 51 Appendix F - Results of Interviews with Tour Operators 52 Appendix G - Attractions and Facilities Seen During Site Visit 54 Appendix H - Grants, Tax Credits and Government Funding 55 Appendix I - Conceptual Web Site Design 58

3 Executive Summary This study was done to determine the feasibility of diversifying and expanding the tourism attractions and infrastructure in the Arkansas counties of Monroe, Lee, Arkansas and Phillips. Although the region currently has an active tourism industry focused mainly on consumptive forms of recreation, primarily duck hunting, an analysis showed the area to be performing below its potential. This analysis included a review of market research and interviews with owners of duck hunting businesses, representatives from recreation associations, and North American tour operators. The study team toured many of the tourism facilities and resources in the four counties area during a site visit held in late January The site visit and accompanying assessment was critical to the tourism feasibility study because of the need for opinions from experienced and external tourism professionals. The four counties area was found to have the resources needed to develop compatible tourism products. There are several outstanding natural areas, and the existing duck hunting industry has created a significant infrastructure of lodges, boats, vans and guides that could used in other forms of tourism. The quality of tourist facilities found in the study range greatly. Some facilities and attractions would probably not meet the expectations of the adventure, nature, culture or historic tourist at this time. However, there are sufficient natural resources and tourism amenities available to create new and viable tourism products that are suitable for the area. From the market research gathered, the results of the site visits, numerous personal and telephone interviews, the four counties area appear to have the greatest potential for success in the development of adventure and nature-based tourism products. The market for these products is larger than those found in the historic or cultural segments, these types of travelers are more forgiving of quality deviations in food and lodging, and much less infrastructure is required to launch this type of tourism product. There are some opportunities to develop historical or cultural-based tourism products especially in the area of larger-scale festivals. However, no one county has sufficient number or quality of sites to attract large numbers of visitors, although some opportunities exist to market to special interest travelers such as lawyers, religious studies experts, or historians. Some of the most impressive historical collections reside with private collectors, and will likely require funding or assistance to make them accessible to the tourist trade, meaning that their tourism potential may take years to realize. Some of the best product development opportunities involve the creation of natural history boat tours (motorized and non-motorized) of the bottomland hardwoods. Other heritage products that offer good potential are the completion of the Delta Heritage Trail, larger festivals focused on nature and local culture, and a canoe/kayak livery. Half and full day bus tours can be developed for cultural and historic products if they are linked to major transportation hubs, special interest travelers, or the conference market. Marketing of the area will require an aggressive approach starting with the development of a community image or theme. The State of Arkansas currently positions itself as "The Natural State" so linking to that image and related marketing programs will provide the greatest progress in establishing destination awareness among travelers. Many of the tourism products identified will be targeted to the regional traveler those people travelling approximately 90 miles or less although some opportunities exist to attract national or international visitors. In many cases, Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 1

4 the use of publicity and familiarization tours will be invaluable in making travel writers, agents and packagers aware of the area's special features. With proper planning and marketing, the compatible tourism initiatives identified in this study are financially viable and can be expected to generate significant economic spending of approximately $41million. Recommendations for product development, marketing and land use planning are provided along with a high-level implementation plan. Development of compatible tourism in the four counties area will require "seed" money for product development, although much can be done with sweat equity and minimal resources. Potential sources of grants have been provided but tourism businesses may be better served to develop strong marketing plans. Several issues should be considered as the development of these tourism opportunities unfolds. Encouraging entrepreneurs to start tourism businesses must be a high priority for the plan to succeed. Conflicts between agriculture, consumptive and non-consumptive tourism activities should be discussed at a community level with attempts made to develop a land use plan that promotes sustainable activities. In conclusion, compatible tourism opportunities do exist in the four counties area. Progress will be seen quickly if products are developed using the excess capacity of existing infrastructure, and grass roots marketing leverages existing funds. Longer-term development can be expected if community level cooperation and planning occurs, and efforts are made to build upon early successes. Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 2

5 1.0 Introduction 1.1 Study Purpose The purpose of this study was to determine the feasibility of diversifying and expanding the tourism attractions and infrastructure in the Arkansas counties of Monroe, Lee, Arkansas and Phillips. Although the region currently has an active tourism industry, focused mainly on traditional forms of recreation such as duck hunting, the area would appear to be performing below its potential. There is a desire to expand tourism with compatible nature and cultural based tourism products. Compatible tourism uses may include wildlife watching, photography, canoeing, biking, riverboat rides, airplane rides, heritage tours, or historical tours. To meet the overall study goals, smaller objectives were set. They were: to assess market potential for compatible tourism products in the 4 counties area to determine what resources exist or can be developed to support tourism activities to evaluate existing tourism facilities and infrastructure relative to their ability to meet market needs to identify tourism products most suited for the resource base and with the greatest market potential to provide an estimate of the potential economic impact of compatible tourism activities to provide an implementation plan for the development and marketing of tourism products to identify liability issues relative to product development to identify potential sources of project funding 1.2 Background The area studied for this report includes the four eastern counties of the Arkansas Delta region, Lee, Monroe, Arkansas and Phillips. Found in this predominately rural area are two distinct land types, bottomland hardwoods and the grand prairie. Crisscrossing the land are 3 major rivers, The White, The St. Francis and the Arkansas. The White River and the Arkansas are used for commercial transport and are dredged to maintain shipping routes. No tourism operators currently conduct tours on these rivers. This land in the study area has traditionally been dominated by agriculture. Sorghum, wheat, rice, cotton and soybeans are the major crops. Historically, this region was a major producer of cotton but now rice production exceeds cotton. Three major rice mills are found in the four county area in addition to cotton gins. Technological innovations have increased the mechanization of the farms in the area resulting in 43.5% fewer farms over the last four decades (USDA National Agriculture. Stats. 1999). The move to bigger, more efficient farms has lead to a decrease in the number of people employed in farming and new businesses starting in the area have not been able to keep up, resulting in a net loss of jobs and associated economic activity. The overall population of the Delta region has Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 3

6 decreased 4% during the period (UA 2000, p. 7). Much of this loss has come from the 20 to 45 age group, leaving the delta with an older population base than is the national average (US Dept. of Commerce, 2001). Rural Arkansas overall has a higher poverty rate (20.2%) than the national average (13.8%). Two of the counties in the study area, Lee and Phillips, have the highest poverty rates in the state, 42% and 42%(UA 2000, p. 20). Within the study area the main towns are Brinkley, with Interstate access, Stuttgart, a major agricultural center, Helena, with close proximity to a Mississippi casino, Marianna, Clarendon, and DeWitt. Tourism facilities found in these areas are most developed at Brinkley, which sports a modern conference center and several chain hotels. In addition to several parks and protected areas, the study region boasts a rich cultural heritage starting with the aboriginal people who lived in the area thousands of years ago, through the growth of the Mississippi river trade, plantation farming, and the civil war. Confederate cemeteries, museums, and historic sites dot the area. The rice paddies and bottomlands habitat of the White and the Arkansas rivers make good habitat for birds, especially waterfowl. This proliferation of waterfowl has made eastern Arkansas a popular destination for duck hunters. Numerous hunting lodges from the rustic to the deluxe are found in the area and many people supplement their agricultural livelihoods with income from guiding or lodging. The hunting season is 60 days long and falls somewhere between November 1 and January 31 depending upon the migration of the birds. The short season requires owners of duck hunting lodges to make their year's profit in a few short months. This and the fact that some years such as have very low numbers of ducks, have some lodge owners considering nature tourists as possible customers during their shoulder seasons. The bottomland hardwood habitat that is so attractive to birds was cleared extensively for agriculture over the last century. Now one of the last intact stands of this habitat has been preserved through efforts of the Nature Conservancy and the Department of Arkansas Heritage Natural Heritage division. Some farmers are finding that land rentals are now higher for hardwood habitat than cleared land due to the demand from hunters, and are making efforts to restore the original landscape (Jeff Fisher, pers. comm.). There are approximately 230 bird species found in the area and they are the most visible wildlife population. White-tailed dear, beaver, opossum, and armadillo are also common. Several venomous species, such as rattlesnakes, cottonmouths and copperheads, are often seen, as are alligators and several species of turtles. The weather in the area runs from mild to hot with two rainy seasons, November to December, and then March to May. July and August are hot with a large number of ticks, chiggers and mosquitoes although touring towns and villages during the day is relatively bug-free. 1.3 Study Method The study was composed of the following steps. 1. A Review of Existing Market Research Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 4

7 Research studies done in the area of heritage, adventure and nature travel were reviewed and results relevant to Arkansas examined to determine the potential market characteristics, and estimate the size of the tourism market. Surveys from the U.S. were the main focus although relevant international studies were included. Previous studies by the Arkansas Department of Parks and Tourism were also reviewed for estimates of market potential and travelers characteristics. 2. Telephone Survey of Existing Lodges Work has been done previously to contact the owners of tourism lodges currently operating in the area. A limited number of operators have responded. Efforts were made to contact approximately 20 of the lodge owners to assess their interest in offering non-hunting tours or activities, and the level of service and facility that they would be able to offer tourists. Due to the difficulty in obtaining participation from these businesses, only 15 completed surveys were obtained. 3. Telephone Survey of Tour Operators and Tourism and Recreation Associations Given the regional nature of the study and the interest in nature and cultural tourism products, the secondary market research was supplemented with a telephone survey of tour operators and relevant tourism or recreation associations. The telephone interviews were used to determine what these organizations consider desirable characteristics in a travel destination, and their possible interest in tourism experiences in the study area. 4. Site Survey In addition to reviewing previous resource inventories of the area, the study team conducted a 7- day site survey of the 4 counties area to assess the existing and potential compatible tourism products. Major tourism service providers and adventure tour operators were visited to determine the type and quality of product offered. These products were considered against similar products of national or international quality. For those business owners not in the area during the winter, attempts were made to call or them for their input. Although the site survey was done in the off season, the physical characteristics of the region were assessed, to the extent possible, for the potential to offer compatible tourism products. Issues related to land ownership, access, user conflicts, and liability were identified. A summary of findings from the site surveys is included in Section Identification of Feasible Tourism Products Based upon the market research information gathered, the site survey results, and the experience of the project team, the best product-market matches were identified. The feasibility of these products were assessed primarily in the context of market viability, but consideration was also given to issues related to the physical environment and regulatory or policy constraints. As Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 5

8 heritage and nature tourism encompasses a wide range of products and markets, those areas where the eastern counties area can be most successful were highlighted. When assessing the feasibility of tourism in the area, emphasis was given where possible, to developing options that would provide more opportunities for extended stays, i.e. keeping tourists in the community longer or attracting tourists with multi-day packages. 6. Estimate of Economic Impact Compatible tourism products with the best chances of success as identified above, were analyzed to determine the potential economic impact. Economic benefits were calculated using estimated market size, average tourist daily spending, and assumptions surrounding product development and marketing. Benefits and potential growth were estimated for the first five years. 7. Review of Similar Tourism Developments in Comparable Communities A small number of tourism developments in other communities with a strong nature or heritage focus, and that may be comparable to the study area were considered. Descriptions of their product offerings, marketing strategies and impacts (if known) were provided. Reasons for their success or failure, and implications for the implementation plan were identified. 8. Development of Implementation Strategies Where feasible compatible tourism products exist, a development strategy was formulated. It focused on product development and marketing, and identified strategies needed for tour operators, local tourism organizations, and the community at large. Implementation strategies were grouped into short, medium and long-term categories. An order of magnitude (using a highlevel dollar estimate) for the strategy was provided where it can reasonably be done. The costing sets the strategies in context but is not intended to replace detailed market or business planning processes needed by the community or individual organizations. 9. A Listing of Funding Sources To support the community in completing the implementation strategies, possible funding sources were identified. This includes funding available from Arkansas state or county governments, federal programs, NGOs (non-governmental organizations), and the private sector. Opportunities to form strategic partnerships were also identified where appropriate 10. Website Conceptual Design The conceptual design of a Website to promote the study area as a tourism destination is provided. This design indicates the major pages such a site would require, along with possible features to: increase site visitation Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 6

9 provide advertising or linking opportunities develop a database of possible customers Suggestions for image types on the site are provided, with the selection of actual images remaining the responsibility of Website programmers in the future. 11. Report Preparation This report summarizes the market research, site observations, and community discussions. Findings and assessments of the project team along with their recommended strategies are included and summarized. 12. Presentation of Final Report Subject to the availability of the advisory committee, the final report is to be delivered during a verbal presentation prior to April 19 th. Project Personnel The following people participated in the feasibility analysis: Carol Patterson, Kalahari Management Inc. is an ecotourism industry consultant, lecturer, author and seminar leader. She publishes a quarterly newsletter EcoTourism Management and is the author of The Business of Ecotourism, a book which offers business guidance for individuals, companies and organizations involved in the nature tourism industry. Bill Cacciolfi, New World Expeditions, has been leading and selling adventure travel for close to two decades. He is a world class white-water paddler and was the official white-water kayaker for the U.S. Air Force from 1979 to He has worked with Jack Hanna, host of the popular Discovery show Jack Hanna s Animal Adventures, to provide expedition support for people and film crew, accompanying Jack on his trips to find and photograph animals. Pam Wight, Pam Wight and Associates, has been involved in consulting since 1974, and has been involved in a range of socio-economic research, feasibility studies, development studies, planning and marketing. 2.0 Area Resources The study area included the counties of Lee, Monroe, Phillips and Arkansas. Found within these counties are a range of facilities and infrastructure, some of which could be used to support increased tourism. The area has two important links to large numbers of travelers. The town of Brinkley has interstate access for Highway 40 and is approximately halfway between Little Rock and Memphis. It is also situated halfway between Jonesboro and Pine Bluff. Helena is the town closest to a large casino in Lulu, Mississippi and a stop on a major route for people traveling to Branson, Missouri from the southern states. (Joe St. Columbia, pers. comm.) The population Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 7

10 within a 90-mile radius of the study area is approximately 1.8 million people, a significant resource from which to draw regional tourists. (US Dept of Commerce, Census Bureau, 2001). The tourism facilities and amenities found within the area are summarized in Table 2-1. The study area possesses all the basic requirements for an emerging tourism industry. Within the area are a number of hotels, most of them found in Brinkley. Outside of Brinkley, there are few good quality hotels. However, tourist quality accommodation can be found at several duck hunting lodges, B&Bs and small inns. Dining options are limited but good restaurants are found in each community. Shopping ranges from outdoor and hunting gear to fine antiques and bridal wear. Some shops like Low's Bridal Boutique draw customers from an area several hours drive away. Small airports are found at Stuttgart, DeWitt, Marianna, Brinkley, and Helena although there are no regularly scheduled flights into the area. Major airports are found in Memphis and Little Rock just over an hour s drive away. Hospitals are located in Stuttgart, DeWitt and Helena. Table 2-1 Lee, Arkansas, Phillips and Monroe Counties Inventory of Tourism Facilities and Amenities Description Number Cultural and Historic Sites 132 Festivals and Events 33 Guides and Lodges 77 Lodging Establishments *1 36 Stores-Recreational Supplies and Equipment 19 Recreations Sites and Parks 91 Restaurants 83 Support Amenities *2 24 Transportation Providers 15 Source: 2001 Resource Inventory provided by The Nature Conservancy *1 includes duck hunting lodges *2 includes antique and gift shops Brinkley boasts a new conference center that can hold groups of up to 900 people. Helena has an attractive visitor center and the Delta Cultural Center where people can learn about the history and culture of the region. A Delta Heritage Trail is in the development stage. When complete it will allow hikers and cyclists to travel 70 miles along an abandoned railway bed. Four miles of the trail are complete and can be accessed near Helena. The study area is rich in natural areas. Found within the study boundary are the White River National Wildlife Refuge, Arkansas Post National Memorial, Louisiana Purchase Historical Monument, and the St. Francis National Forest, which has plans to add a state park within its boundaries. Crowley's Ridge, a National Scenic Byway crosses the study area and it is expected that the Great River Road (Highway #1) will receive National Scenic Byway status shortly. Several festivals are held within the area including the well known, King Biscuit Blues Festival, which draws many thousands of visitors each year to Cherry Street in Helena. Stuttgart has its popular Wings Over The Prairie festival each fall and several smaller festivals provide entertainment for residents. A festival celebrating the spring warbler migration will be held in Clarendon in the spring of Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 8

11 A number of communities have small museums, historic buildings and sites which are open to the public although in many cases, lack of funding means viewing hours are very limited. There are also several private collections that would have tourist appeal if placed in public facilities. In Helena there is a large private collection of Indian artifacts and in Brinkley there is a large collection of tractors and early gas pumps. DeWitt is home to an extensive and rare collection of Bibles that will be open to the public in the near future. Helena and DeWitt have community colleges. At the Helena campus there is a large auditorium which is used for musical performances and special interest lectures. 3.0 Potential markets 3.1 Findings of Secondary Market Research The resources in the study area hold potential appeal for those tourists looking for nature, culture, historic or adventure experiences. To determine which products are most likely to attract tourists in sufficient numbers to create viable business opportunities, a review of secondary market research was conducted. Information sought from the research included: their motivations when selecting a destination, activities that were most popular with each type of traveler, the estimated size of the market, the composition of travel parties, and the age, gender, and income of travelers. National studies of ecotourism, nature, adventure, culture and history seekers were reviewed and the results summarized in Appendix A. Studies included in the review were: The 1996 National study of wildlife related recreation, a study undertaken every five years to assess Americans participation in wildlife-related recreation. The Travel Industry of America's (TIAA) study on adventure travel, a survey undertaken in 1997 (published in 1998) to probe the habits of Americans undertaking adventure trips. The Travel Industry of America's study on Culture and Historic travelers which provides information on those people traveling for the purpose of visiting culture or historic sites. The 1994 study, Ecotourism: Nature/Adventure/culture: An Alberta and British Columbia Market Demand Assessment. This study originates in Canada however the population sample included data drawn from 5 major US cities. A 1999 study done by Pennsylvania s Department of Conservation and Natural Resources on Outdoor Tourism There is considerable confusion around the travel associated with ecotourism, nature, culture, heritage and adventure travel. Some publications combine experiences at cultural, historic heritage and natural sites, possibly overstating the appeal of cultural and historical attractions. The TIAA study on culture and history has more appropriate definitions. Culture travelers are Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 9

12 defined as one who has included a visit to a cultural event or festival as a trip activity, historic travelers are those who have included a visit to an historical place or museum as a trip activity. (TIAA, 1997) Ecotourism for the HLA study was defined as vacations where the traveler would experience nature, adventure or cultural experiences in the countryside or wilderness. (HLA, 1994) For the purposes of the TIAA study on adventure travel, they profiled the activities of travelers who in the last five years, took a vacation trip that included soft adventure activities like camping, canoeing, bird watching, sailing or horseback riding, and travelers who had taken a hard adventure trip in the last five years that included activities like white-water rafting, hang-gliding, mountain biking, skate boarding, or scuba diving. (TIAA, 1998) A review of these research studies shows that ecotourists are looking for scenery, nature and new experiences when choosing a vacation destination. An interest in a specific activity is what motivates many adventure travelers when planning a holiday. Culture and historic travelers look for cultural events or festivals, or historical places or museums, and one-third of US adults report taking an historic or cultural trip in 1996, however only 5% of US adults reported that an interest in an historic place or museum prompted their trip. Similarly, only 6% of US adults cited an interest in a cultural event or festival as the reason for their trip. (TIAA, 1997) Activities that are most popular with adventure travelers are soft adventure activities such as camping, hiking, biking, and bird or animal watching. Most popular activities for hard adventurers were whitewater rafting/kayaking, snorkeling/scuba diving, and off road or mountain biking. As might be expected wildlife watchers rated observing wildlife as their most popular activity followed by photographing and feeding wildlife. Wildlife related recreation shows that expenditures for trips and equipment associated with wildlife watching grew by 21 percent from 1991 to 1996 (US Dept. Interior, 1996). The 2000 participation study done by the Outdoor Recreation Coalition of America s (ORCA) study shows that the most popular forms of outdoor recreation are bicycling paved road, hiking, car camping, and bicycling wide dirt track with 228 million Americans participating in these activities. Sports participation is decreasing but involvement in outdoor activities is expanding, with the fastest growing areas being camping, snowshoeing and kayaking. (ORCA, 2001) Cultural travelers reported that visiting a cultural event or festival was their most popular activity followed by shopping, and thirdly, by visiting historical sites or museums. Historic travelers reported that visiting a historic site or museum was their most popular activity followed by shopping, or visiting a National or State park. Research on Arkansas travelers shows that the most popular activities they undertake in the 4 counties area is sightseeing, attending live performances, and visiting attractions (Arkansas Dept of Parks and Tourism, 2001). Information from the Arkansas Parks and Tourism on the travelers visiting the study area is summarized in Table 3-1. Most people visit the area for business although visiting friends and relatives is also important. Providing activities for these visitors, possibly ½ to full day tours, would likely represent the best market opportunity in the short term. Market Characteristic Activities participated in Table 3-1 Market Characteristics of Arkansas Tourists Arkansas Parks and Tourism 2001 Tourism Information Center Surveys for Lee, Arkansas, Monroe and Phillips counties 61% Sightseeing 31% Live Performances Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 10

13 What most influenced trip Total nights spent in Arkansas Purpose of Trip Description of Travel Party State of Origin 18% Attractions 15% Fishing/Hunting 8% Historical Sites 3% Museums 3% Festivals 2% Hiking 2% Water sports 47% Business 43% Previous Visit 11% Shortest Route 31% Two nights 24% Three nights 16% One night 15% Four nights 33% Business 24% Visit Friends 16% Recreation 13% Sightseeing 66% Individual 33% Family 11.6% Mississippi 9.0% Arkansas 7.7% Tennessee 4.5% Texas Source: Arkansas Parks and Recreation Department, 2001 The numbers of tourists visiting the four counties area is summarized in Table 3-2. Visitation to the four counties represents 16% of the total Delta ByWays region. Visitation to the four counties is down 9% from 1994 although Arkansas and Lee counties have seen slight increases in the number of visitors. Table 3-2 Arkansas Travel Volumes Total Travel Expenditures (Dollars) 2000 Preliminary Visitors (Person-trips) 2000 Preliminary Visitors (Person-trips) 1994 County Arkansas 21,552, , ,180 Lee 2,577,199 11,113 10,628 Monroe 22,043, , ,584 Phillips 17,117,854 93, ,308 Total 4 Counties 63,291, , ,700 ARKANSAS DELTA BYWAYS REGION 406,875,031 2,341,802 N/A Source: Arkansas Tourism Annual Report Implications For Product Development In terms of overall market share, some of the fastest growing segments of the travel industry are adventure and nature travelers. One in two Americans have taken an adventure vacation in the last five years (TIAA, 2001). Culture and Historic tourism represents a large number of people but few travelers undertake a trip for the primary purpose of seeing cultural events or festivals or Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 11

14 historic sites. Adventure seekers in keeping with the nature of their travel often have less stringent requirements for accommodation, being willing to stay in B&Bs, modest hotels or inns. They tend to focus on their activity and the natural setting required for it to occur, and may represent the best market opportunity for the four counties area. 3.2 Findings From Telephone Interviews Findings from Interviews with Duck Hunting Lodges The four counties area is a premier duck-hunting destination and has a well-developed infrastructure. There are numerous lodges, guiding services, and stores that stock everything a hunter could require for his hobby. Stuttgart also has a major duck calling contest as part of the Wings Over The Prairie festival that launches duck hunting season each fall. Interviews were conducted with duck hunting lodges to obtain more information about their operations and to determine what level of interest might exist for other forms of tourism, such as wildlife watching. Staff at the Nature Conservancy had created an inventory of duck hunting lodges and outfitters in From this list, it was hoped twenty duck hunting lodges or outfitters would participate in the survey. Due to the difficulty in reaching lodge owners and outfitters for such an interview, it was necessary to call all seventy-seven operators on the list to obtain an interview group of 15. During duck hunting season, many of the owners were busy with clients and unavailable for interviews. After duck hunting season, many of the lodge owners were busy with work in agriculture or had left the area. The results of the telephone interviews are shown in Appendix C. As can be seen from the survey, there is some interest in offering nature tours; six respondents said they had some interest in offering tours or accommodation to nature tourists. Although this represents 40% of the survey sample, it cannot be assumed that there is a corresponding level of interest among those guides and lodges not participating in the survey. It seems that those people who were interested in nature tourism made themselves available for the survey; it is likely that those people who did not participate will have little interest in new markets, at least until some success is seen in these markets by other hunting businesses. For those businesses who did express an interest in nature tourism, there is a need for more information on what nature tourists are seeking in a vacation experience and how to best market to this segment. Assistance in this regard can be provided through the distribution of this study or possibly some training by a tourism professional, such as the tourism champion described in the recommendations section. Overall, the duck hunting infrastructure represents a tremendous opportunity for building compatible tourism products. The lodges that can offer higher quality tourism accomodation can partner with other tourism businesses to offer such products as wildlife watching trips, natural history or personal growth workshops, astrology nights, to name a few Findings from Interviews with Recreation Associations Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 12

15 Many recreation associations were unwilling to participate in the survey due to their corporate policies, but responses were received from the Professional Paddlesports Association and the American Canoe Association. As water-based activities hold great potential in the four countries area, these surveys are most helpful in determining what paddlers are looking for in a vacation experience. The survey results are shown in Appendix E. Several of the qualities that paddlers look for in a destination such as value, family experience, connection with nature and peacefulness, can all be offered in eastern Arkansas. Several of the most popular activities, such as paddlesports, canoe trips, and recreational kayaking can be offered on the waters of the White and Arkansas Rivers. The perceived opportunities for the future show an increased interest in exploration and paddling, peace and quiet, and recreational kayaking; all of which can be packaged and offered through eastern Arkansas tour operators Findings from Interviews with Tour Operators Several nature tour operators were contacted to determine what their customers look for in a destination, and what a destination must do or offer to attract their company. The results of these surveys are shown in Appendix F. One company currently takes tours to western Arkansas for bird watching; the others do not offer trips to Arkansas. Their customers look for value, comfort, and safety while taking part in wildlife or bird watching, or some adventure activity. As tour operators they look for destinations that offer something unique in flora or fauna, an existing infrastructure of accommodation, transportation and interpretation services, and good ground i.e. local, operators. Most tour operators felt there might be more opportunities for domestic travel since September 11 th as many people are staying closer to home and are more safety conscious. Tour operators expressed a variety of preferences on how they like to be approached by destinations or ground operators. seemed to be most popular although people stated a mass would unlikely generate a response. One of the survey respondents is responsible for the ecotour program of a large zoological society. Zoos, aquariums and museums form large institutional client bases for many nature tour operators across the country. This person had worked with an organization that had tremendous success in with tour programs aimed at people s interest in reptiles, amphibians, water creatures, and folklore. These marsh tours included a demonstration of methane gas ignition and the link to the will o the wisp phenomena. Marketed as Exploding Marsh Tours, these trips were wildly popular and consistently sold out (Brian Keating, pers. comm.). Mr. Keating felt that the swamps found in the study area could develop a similar concept with great success. The Memphis Zoo is within a 90- minute drive of the study area and could be a potential partner in developing this type of nature or education travel product. Another suggestion from a large nature tour operator was to contact The Nature Conservancy to market tours in the area when the infrastructure is ready. The Nature Conservancy offers several tours to its members and these affinity programs are increasing in popularity with adventure, nature and educational travelers. Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 13

16 4.0 Assessment 4.1 Findings of Community Interviews and Site Inspections An important part of this study was the site visit of the four counties. Representatives from each county provided the consultants with tours of their facilities, attractions and natural areas. While time limitations precluded a visit to all facilities and attractions, sufficient numbers and variety of facilities and resources were viewed to assess the area s potential and opportunities. A list of the facilities viewed is provided in Appendix G. The objectives of the site visit were to determine: the quality of tourism facilities the types, quality and potential appeal of attractions existing in the area the existing or potential outdoor recreation, nature and adventure activities in natural areas the possible barriers to tourism development the service level of tourism facilities and amenities local or regional organizations that may be able to support tourism development As well, the site visit provided the opportunity to gather information on community attitudes towards local tourism. Some of the information sought was: What do you think eastern Arkansas does well in terms of meeting the needs of tourists? What opportunities for tourism businesses do you think eastern Arkansas could capitalize on in the future? What are the biggest limitations to developing tourism at this point? How do they think these limitations could be overcome? Are there types of tourism that you do not want to see in this area? Again due to time limitations and the number of people included during the site visit, not all questions were asked of each person however there was sufficient time for discussion to provide a general overview of people's opinions and concerns. The site visit and accompanying assessment was a critical component of the tourism feasibility study. It is necessary to have people skilled in the tourism industry review what exists or could be developed and it is helpful to have outside opinions on where the best opportunities exist. People residing in an area may take for granted those things that will have the greatest appeal for a tourist, and at the same time, over value the attractiveness of a site or facility because of historical or emotional connections. The site visit for this study was done in January 2002 and the assessments from these inspections are summarized in Table 4-1. As can be seen, the four counties area does boast a range of resources on which to further develop compatible tourism. There are several outstanding natural areas, and a duck hunting industry that has created a significant infrastructure of lodges, boats, Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 14

17 vans and guides that could used in other forms of tourism. The quality of facilities found in the study range greatly. Some facilities and attractions would probably not meet the expectations of the adventure, nature, culture or historic tourist at this time. However, there are sufficient natural resources and tourism amenities to create new and viable tourism products. Those elements that were felt to meet minimum tourist standards and attract sufficient people to make a viable tourism product, became the basis for recommendations developed in Section 5.1. Area Resources Hotels & motels B&Bs, Historic Inns Duck hunting lodges Table 4-1 Assessment of Four Counties Tourism Resources Quality Range from substandard to moderate quality moderate to very high quality Substandard to very high quality Appeal to Visitors R = Regional, N = National, I = International R R, N, I R,N,I Comments Better ones found in Brinkley Some adjustments would be required to meet nature tourism market requirements e.g. handicap accessibility, older, more female clientele Restaurants Limited range, R adequate quality Shopping Poor to very good R, N Better stores offer antiques, limited offering of local handicrafts Historic Sites Very good to relatively undeveloped R,N,I Individual sites do not offer sufficient appeal to attract national or international attention Delta Cultural Center Very good R,N May benefit from linkages to organized tours Festivals Good for regional R,N Few large festivals markets National Memorial Very good R,N, I Requires more activities National Forest Good to very good R, N,I State park under development will provide valuable facilities Wildlife Refuge Very good R,N,I Requires more guided activities, staging areas to develop tourism potential State Parks Good to very good R,N,I Require more guided activities to develop tourism potential Convention Center Very good R,N Excellent location for trade shows related to outdoor recreation Byways and trails Good R,N,I Requires further development of tourist facilities e.g. campgrounds, trails, to attract national and international travelers Discussions with community representatives and business owners revealed that community members were very proud of the culture and history found in the four counties and delta region and the tourism opportunities they provide. Many people pointed out features from the Civil War and talked about the Blues music found at the King Biscuit Blues festival or the unique architecture found in Marianna or Helena and West Helena. The Visitor Information Center at Helena was seen as successful in providing information to travelers passing through the area along with the Delta Byways marketing activities outside the region. The Convention Center at Brinkley was also regarded as a significant asset although there were times it could be more heavily used. Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 15

18 Most people thought that cultural and historic tourist markets had great potential for the area however none seem opposed to creating tourism products aimed at nature or adventure markets. As some historic resources lack the proper facilities or staff for proper presentation, several people commented on the lack of funding as one of the major limitations in growing tourism. Other people were concerned with the human infrastructure and the lack of new entrepreneurs, noting that many young people are lured from the area by better economic opportunities in the cities. A hospitality program with low enrollment offered at the local college was recently cancelled, further exacerbating a lack of trained people for the tourism industry. Communities such as Helena and St. Charles felt they would benefit from the construction of a tourist quality hotel. People associated with the duck hunting industry commented on the changing weather patterns and noted that was one of the worst duck hunting seasons in recent memory with many of the birds remaining further north due to milder weather. Overall many people felt that additional funding would significantly improve their tourism facilities, and most felt that increased tourism would bring much needed employment to the area and hopefully slow the urban migration that is underway. Tourism appeared to be perceived favorably by the people interviewed, mainly for its economic development potential and few concerns were expressed over potential impacts, such as overcrowding or environmental degradation. Based upon these comments and the site visit observations, a SWOT (strengths weaknesses, opportunities and threats) analysis was prepared on the study area to assist in the planning and development of the study recommendations. It is presented in Table Four Counties as a Tourism Destination From the market research gathered, the results of the site visits, numerous personal and telephone interviews, it would appear that the four counties area has the greatest potential for success in the development of adventure and nature-based tourism products. The market for these products is larger than those found in the historic or cultural segments, these types of travelers are more forgiving of quality deviations in food and lodging, and much less infrastructure is required to launch a tourism product. There are some opportunities to develop historical or cultural-based tourism products especially in the area of larger-scale festivals, but no one county has sufficient number or quality of sites to attract large numbers of visitors although some opportunities exist to market to special interest travelers. Some of the most impressive historical collections reside with private collectors and will likely require funding or assistance to make them accessible to the tourist trade meaning that their tourism potential may take years to realize. Several product development opportunities for the four counties area are identified in Section 5, along with general suggestions for improving visitation to the area. With proper planning and marketing these new tourism offerings can be expected to generate significant economic spending of approximately $41million (see Section 5.2). Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 16

19 Strengths Numerous natural areas, many of them protected as state parks or forests, wildlife refuges or national memorials Unique habitats e.g. cypress, bottomland hardwood forests Approximately 230 species of birds; located on one of four major bird migration routes Good to excellent quality duck hunting lodges with surplus capacity from February to October Duck hunting guides who may have transferable skills for nature tours Large, well-staffed visitor center in Helena Steering group for tourism and economic development (Vision for Clarendon) Located within 70 miles of the major metropolitan areas of Little Rock, Memphis, Jonesboro and Pine Bluff. Sufficient historical attractions over the REGION to develop package trips One scenic byway (Crowley Ridge), another soon to be designated (Great River Road) A well-located convention center Access to Interstate traffic via Brinkley Friendly people Two large festivals already established, i.e. The King Biscuit Blues Festival and The Wings Over the Prairie The ongoing transformation of an abandoned railway bed into the Delta Heritage Trail State of Arkansas and Delta Byways region provide good marketing support Government officials interested in and support tourism Arkansas marketed as The Natural State ; provides links to nature tourism products Opportunities Casino in Lulu, Mississippi brings people to Helena area; may be opportunities for co-operative marketing Memphis Zoo is world class; has access to nature lovers and possible opportunities for ecotourism or education programs Memphis area has active birding and natural history groups Brinkley convention center is well located and designed to attract recreation-related trade shows and expositions Habitat found in the four countries area is becomingly increasingly rare Adventure travel is one of the fastest growing segments of the population; almost half of Americans have taken an adventure holiday Bird migrations are popular with wildlife watching travelers Off road cycling, hiking and walking trails such as those offered by defunct railway beds have become very popular in other destinations Table 4-2 Tourism SWOT Analysis Lee, Monroe, Phillips and Arkansas Counties Weaknesses Empty buildings in some downtowns Negative perception by travelers from outside the region e.g. "nothing to see", "a bunch of swamps and ducks" Lack of entrepreneurs Lack of signs e.g. Delta Cultural Center Some historical resources reside in collections that may have inadequate protection for the long term Summers hot and buggy Threats Weak economy and loss of young people to urban areas Dredging of rivers and agricultural runoff altering riverine habitat Terrorism activities and economic downturn has negatively impacted tourist departures and spending * A SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis is a planning technique for analyzing a situation and developing suitable strategies Tourism Feasibility Analysis of Monroe, Lee, Arkansas, and Phillips counties 17